LEGO billed 8.7 billion dollars in 2022: Statista.
Harry Potter toys is the second source of income for the saga.
Lepn Lepin is a Chinese brand that imitates the famous blocks.
LEGO has positioned itself as one of the favorite games among children and adults. In 1932, the Danish Ole Kirk Kristiansen founded the LEGO Group and began creating wooden toys. The famous LEGO® bricks and figures were developed much later, specifically in 1958 and 1978, respectively. The company has come a long way since the early days, recently celebrating its 90th anniversary and generated approximately $8.7 billion of revenue in 2022.
The brand launches collaborations in its editions, be it movies, video games or characters. One of its most recent releases is the Hogwarts castle from the famous Harry Potter saga, which has become one of the biggest franchises in history. Its success put its author JK Rowling on the list of the highest paid writers in the world and catapulting the actors who were part of the cast, for example, Daniel Radcliffe, the protagonist of the saga, managed to accumulate a net worth that exceeds 100 million dollars, as reported Statista.
The new version is now smaller, it includes the main tower, the astronomy tower, the great hall and the boathouse, the courtyards, greenhouses, paths and bridges, as well as the rocky landscape and the black lake.
The LEGO x Harry Potter Hogwarts Castle and Grounds edition is available for pre-order at the webshop from LEGO for about $170 and its release date is set for September 1.
The good reception of the books and films undoubtedly had a positive impact on the accounts of Bloomsbury Publishing, the publisher in charge of publishing the novels in the United Kingdom, and Time Warner, the group that owns the distributor behind all of them. the feature films. But, in addition, it brought with it the appearance of another of the star products of the franchise: the articles of merchandising. In fact, toys have become the second largest income generators of the saga, staying just 400 million dollars from the sales registered by the books.
This sales success is taken advantage of by brands, one of them is LEGO, which, in addition to the recent launch that it has announced, has more Harry Potter items among its sets, such as Diagon Alley, the Hogwarts train, the Ministry of Magic, among others. . Prices range from 149 to more than 10 thousand pesos. Some editions are for collectors.
In 2022, LEGO had a brand value of nearly $7.5 billion., making it stand out from the rest by a significant margin. Bandai Namco, a thriving Japan-based toy and video game company, ranked as the world’s second most valuable toy brand with approximately $1.6 billion.
In recent years, the LEGO Group has come a long way in combating climate change by adapting its business practices. For example, the annual amount of waste produced by factories that goes directly to landfill has dropped dramatically (by more than 95 percent) between 2018 and 2022. Additionally, the company has strived to use as much sustainable material as possible in its packaging. as possible, keeping the need for single-use plastic to an absolute minimum.
On the other hand, other brands have wanted to replicate the LEGO formula, on the internet you can find imitations of toys such as Lepin Lepin, a brand from China it has several designs very similar to those of LEGO, but with other names and different boxes. In Market2.0 We compared both websites and the results stand out to the naked eye. For example the one from Star Wars.
Here is an example: On the left is the LEGO brand and on the right is Lepin Lepin.
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